. >> samsung. >> rose: samsung is coming on strong. they're the star of place where's you used to make big speeches. >> none of them understand software that deals complex information, like microsoft does. in fact, really only of those, google is the only one that is it are movie a software company. and so the good news for mace is that the magic of the future-- visual recognition, speech recognition, letting you navigate rich amounts of information-- that is very software centric. and the needs services, your memories, that will be kept in the cloud for you. that kind of plays to microsoft's strepgz. now, we need to show people that's the case by building these wonderful new cloud services. if you want to look at what your kids did or what you did in the past, now it's so hard. you've got photos here leathers there, bills over here. it's completely disorganized. in the future, with the right privacy controls which is a tricky part of it, your whole life of where you went, going back and sharing things with others you think they would